As our world becomes ever more interconnected, exciting dishes and ingredients from all over the globe are finding their way onto our plates. Consumers now have more choices than ever before when it comes to doing their grocery shopping and many have warmly welcomed new cuisines and cooking methods into their kitchens.
New culinary trends are also shaping what people choose to drink and how they incorporate wine into their lives. Understanding current culinary trends and applying this knowledge is crucial to creating successful wine marketing campaigns which will really resonate with today’s consumers.
Wine and Food Pairings
Thanks to tasting menus and the importance given to the wine list in fine dining restaurants, choosing wines to pair with your food has become hugely popular. Even when consumers choose to cook and dine at home, many try to buy wine that will pair well with the food they plan to eat.
This growing interest in wine and food pairing provides brands and producers with an opportunity to step in and share their knowledge. For many consumers choosing the right wine to pair with their meal can be a tricky and confusing task. One way to make things really simple and add value to your product is to give clear food pairing recommendations on the bottle labels. If consumers can quickly see that your product pairs well with the food they plan to eat they are far more likely to choose your product.
Another way to get consumers on board with your products is to consider the power of celebrity chefs. These tastemakers can have a huge influence on the types of food and drinks that consumers purchase.
For example, the late Anthony Bourdain was an enthusiastic supporter of drinking young wines and smaller, biodynamic and organic producers. His taste has influenced the types of wines that consumers tend to purchase. Collaborating with celebrity chefs on suggested food and wine pairings can be a powerful tool to get consumers on board. Contact the top chefs in your local region to get you started.
Vegetarian Diets on the Rise
Over the past few years another booming trend has been the rise of vegetarianism. According to a Ipsos Mori poll in 2016, Britain’s vegan population has increased from 1.2 million in just a decade. As well as avoiding animal food products, those who follow a vegetarian diet also often seek out wines that are organic and made without the use of animal products.
Producers and wine brands are increasingly embracing this trend and choosing to use mineral and plant-based fining agents like bentonite clay instead of egg whites or gelatin. This also appeals to the growing segment of allergy sufferers, like the 7 million Americans who are allergic to shellfish . Adding these products to your portfolio and communicating clearly to consumers that your wines and spirits are not made using any animal products can be a powerful way to gain loyalty and trust from vegetarian and allergy concerned consumers.